Interview with Deep Bajaj, Entrepreneur, CEO & Co-founder of Sirona Hygiene

An exclusive interview with Deep Bajaj, CEO & Co-founder of Sirona Hygiene, a modern intimate and menstrual hygiene brand

Welcome to an insightful conversation with Mr. Deep Bajaj, an accomplished entrepreneur, CEO, and Co-founder of Sirona Hygiene. With a passion for innovation and a commitment to addressing unmet needs in the realm of intimate and menstrual hygiene, Mr. Bajaj has played a pivotal role in the success and growth of Sirona as a modern and forward-thinking brand.

In this interview, we delve into his journey as an entrepreneur, the challenges and triumphs of building a brand in this niche, and the vision that propels Sirona to the forefront of the hygiene industry.

Tell us a little about yourself

Deep Bajaj: I am a B.com graduate from Delhi University and a marketing postgraduate from Australian National University, Canberra, Australia. My professional experience spans over 14 years. I started my entrepreneurial journey with events and advertising at Thyme Advertising as Partner & Director. Later, I ventured into handmade carpets business with my wife, as a part of an award-winning team at Carpet Couture by Rashi, a brand offering carpets for high-end hotels and residences.

Leveraging my key strengths like relationship management, strategic planning, and marketing, I executed luxury projects across the globe as a part of ‘Carpet Couture’.

Being a keen observer of troubling feminine issues and witnessing the lack of solutions for toilet hygiene issues that vulva owners face on a daily basis I launched PeeBuddy in 2015 and later Sirona. The company has since then been disrupting the face of feminine hygiene space in the country with problem-solving products like PeeBuddy, India’s First female urination device (Stand & Pee) followed by SIRONA menstrual cups, sanitary disposal bags,  and many more products.

It all started on a road trip in 2013. We were four couples traveling in a car, and men drank all they wanted to but women did not touch water. They were thinking what if there were no clean toilets on the way.

On noticing my wife and her friends’ encounters with dirty toilets, the idea of PeeBuddy, India’s 1st Female Urination Device that enables vulva owners to stand and pee in unfriendly toilets, was born. Likewise, when I realised that for period cramps, using hot water bottles and pain killers was either cumbersome or had side effects. Thus, we came up with India’s 1st Feminine Pain Relief Patches.

The further we explored the territories of feminine hygiene, the more problems we unearthed. And soon I knew there were several unspoken or hushed problems vulva owners had been facing that needed to be solved.

Since then, we have offered a number of innovative and India-first products for feminine hygiene, for example, Menstrual Cup Steriliser, Menstrual Cup Wash, Natural Anti-Chafing Cream, Rash-free Black Pads, Oxo-Bioddegradble Disposal bags, PeeBuddy Female Urination Device, and many more.

Can you share the story behind the founding of Sirona and what motivated you to start a modern FemTech brand?

Deep Bajaj: It all started on a road trip in 2013. We were four couples traveling in a car, and men drank all they wanted to, but women did not touch water. They were thinking what if there were no clean toilets on the way.

On noticing my wife and her friends’ fear of dirty toilets, the idea of PeeBuddy, India’s 1st Female Urination Device that enables vulva owners to stand and pee in unfriendly toilets, was born. Likewise, when I realized that for period cramps, using hot water bottles and painkillers was either cumbersome or had side effects we came up with India’s 1st Feminine Pain Relief Patches.

The further we explored the territories of feminine hygiene, the more problems we unearthed. And soon I knew there were several unspoken or hushed problems vulva owners had been facing that need to be solved.

And thus Sirona was born. Since then, we have offered a number of innovative and India-first products for feminine hygiene, for example, Menstrual Cups, Menstrual Cup Steriliser, Menstrual Cup Wash, Natural Anti-Chafing Cream, Rash-free Black Pads, Oxo-Bioddegradble Disposal bags, PeeBuddy Female Urination Device, and many more.

At Sirona, our journey began with a passion for empowering women and redefining feminine care. Motivated by a commitment to modernize FemTech, we founded Sirona to provide innovative and sustainable solutions that prioritize women’s health and well-being.

Our story is driven by a vision to break taboos, foster confidence, and enhance the overall experience of feminine hygiene. Join us on this transformative journey!

Kindly brief us about your company, its specialization, and the products that it offers

Deep Bajaj: Sirona’s journey to success began with PeeBuddy – India’s first portable, disposable, stand-and-pee device for women launched to counter the issue of unhygienic public toilets. Revolutionary in its own right, it was also a very challenging product to start with—the scope of its success relied completely on how the brand built the conversation and educated consumers about how it works with female anatomy.

Despite the roadblocks, it got largely recognized as an ingenious product, and Sirona found a strong foothold in the market.

There has been no looking back since. Sirona went on to launch a range of problem-solving products for vulva owners, including India’s first menstrual cup (20 lakh sold), Stand & Pee Funnel – PeeBuddy (50 lakh units sold), 100% Herbal Period Pain Patches, Natural Rash Cream and more.

Sirona products are available in the following core categories:

1. Period Care – solutions for period flow management, period pain, disposal and other more
2. Intimate Care – products for intimate use such as intimate wipes, lubricants, sweat pads, rash creams, etc.
3. Toilet Hygiene – complete range of hygiene products for travel (stand and pee funnel, Toilet Seat Covers, Toilet Sprays)
4. Hair Removal – razors for face, body and intimate area, Hair Removal Creams, and electronics for hair removal, etc.

In the times to come, Sirona will continue to build these categories and offer new and innovative products.

What are some of the key challenges you faced when establishing Sirona in the FemTech industry, and how did you overcome them?

Deep Bajaj: Embarking on the journey to establish Sirona in the FemTech industry presented us with a myriad of challenges, each contributing to our growth and success.Creating awareness about Sirona and FemTech in a market that was still evolving and unfamiliar with the concept.

We invested in comprehensive marketing strategies, educational campaigns, and collaborations to raise awareness about the importance of women’s health and the role of FemTech in enhancing their lives. Overcoming these challenges required a combination of resilience, strategic planning, and a dedicated team. As we reflect on our journey, we recognize that these obstacles were essential in shaping Sirona into the innovative and impactful entity it is today.

Sirona offers a range of innovative products for women’s health and hygiene. How do you ensure that your products meet the evolving needs and preferences of your target audience?

Deep Bajaj: At Sirona, we are dedicated to staying at the forefront of women’s health and hygiene by actively listening to our customers. We conduct thorough research to understand evolving needs and preferences, allowing us to design innovative products that address the unique challenges faced by women.

Our commitment to quality and continuous improvement ensures that Sirona products not only meet but exceed the expectations of our diverse and dynamic target audience.

Sirona has gained a significant following and recognition for its menstrual hygiene products. Can you tell us about the research and development process behind creating these products and the impact they have had on women’s lives?

Our commitment to women’s health and well-being is at the core of our mission, and we are thrilled to share insights into the research and development process behind our products.The creation of Sirona’s menstrual hygiene products involves a meticulous R&D process that integrates cutting-edge technology, medical expertise, and a deep understanding of women’s needs.

Our team collaborates with leading experts in gynecology and incorporates valuable feedback from women across diverse backgrounds. The result is a range of innovative and user-friendly products that prioritize comfort, safety, and efficacy.

The impact of our products on women’s lives has been truly transformative. Sirona has not only provided women with reliable and high-quality menstrual hygiene solutions but has also played a crucial role in breaking taboos surrounding menstruation.

By offering discreet and convenient options, we empower women to manage their menstrual health with confidence and dignity. The positive testimonials and stories we receive from our customers underscore the meaningful impact Sirona has had on the lives of women globally. We remain dedicated to advancing our product line and supporting initiatives that promote menstrual health awareness.

What was the inspiration behind turning an entrepreneur

Deep Bajaj: I was inspired to create Sirona, a company committed to developing innovative solutions that enhance people’s lives. The entrepreneurial journey began with the goal of providing women with access to reliable and sustainable hygiene products, ultimately contributing to their well-being and empowerment.

I believe in the power of entrepreneurship to drive positive change, coupled with a dedication to creating value for customers, has been a driving force throughout career.My commitment to excellence and a deep sense of purpose continue to fuel Sirona’s success and impact.

How does Sirona leverage technology and digital platforms to connect with its customers and provide them with personalized experiences?

Deep Bajaj: At Sirona, we recognize the transformative power of technology in enhancing customer experiences. We leverage cutting-edge technology and digital platforms to forge meaningful connections with our customers and deliver personalized experiences. Our commitment to innovation is reflected in the seamless integration of digital solutions throughout our customer journey. our commitment to digital connectivity extends beyond the purchase journey.

We maintain an active presence on social media platforms, fostering a community where our customers can connect with us and with each other. This engagement allows us to gather feedback in real-time, further refining our offerings and ensuring continuous improvement based on the evolving needs of our valued customers.

We, as a brand aim to create an ecosystem of feminine care and hygiene. Using technology is a part of achieving that. As first steps, we launched India’s first Period Tracker on WhatsApp which helps menstruators track their periods. The easy-to-use WhatsApp Period Tracking tool helps menstruators across demographics and geographies to keep a tab on their periods just by sending a “Hi” to the Sirona WhatsApp Business Account on +919718866644.

The Period tracker can be used to track three goals – track periods, conceive, and avoid pregnancy. Once the user enters basic details about their periods and last period details, the chatbot keeps a record and share reminders and upcoming cycle dates as per the user’s goal.

Built on the WhatsApp Business Platform, the Sirona Period Tracker runs on a super-intuitive chatbot interface that makes the experience smooth and engaging for the user.

Not only that, the Sirona App offers e-commerce, educational content, community engagement and an in-built period tracker. The app aims to become the one-stop-shop for all intimate and menstrual needs as well as create education, awareness and utility, and make menstrual hygiene accessible on-the-go. The “Sisterhood” community is a safe place for them to discuss matters close to their heart without the fear of being judged.

What are your plans and aspirations for Sirona in terms of growth, product development, and impact on women’s health globally?

Deep Bajaj: Sirona aims to expand its market presence by reaching more regions globally. This includes strategic partnerships, market research, and identifying opportunities to connect with diverse communities. We are committed to diversifying our product portfolio to address a broader range of women’s health needs. This includes innovative solutions for menstrual hygiene, intimate care, and wellness. Sirona recognizes the importance of technology in enhancing women’s health.

We are investing in research and development to incorporate cutting-technology into our products, services and experiences ensuring they are at the forefront of innovation. As part of our corporate social responsibility, Sirona is exploring philanthropic partnerships and initiatives aimed at improving access to healthcare for women in underserved communities.

Deep Bajaj and the entire Sirona team are dedicated to creating a positive impact on women’s menstrual health and well-being. We believe that by combining innovation, education, and a commitment to sustainability, we can contribute significantly to improving the lives of women around the world.

What is your success tips for young and aspiring entrepreneurs

Deep Bajaj: Deep Bajaj believes that success in entrepreneurship begins with a relentless passion for your vision. Stay committed to your goals, be adaptable in the face of challenges, and surround yourself with a team that shares your drive.

Embrace failures as learning opportunities, and always prioritize continuous innovation. Remember, success is not just about the destination but also the journey. Stay focused, stay hungry, and most importantly, enjoy the process.

In conclusion, our conversation with Mr. Deep Bajaj offers a glimpse into the dynamic world of entrepreneurship and the evolution of Sirona Hygiene as a brand that goes beyond products – it stands as a testament to addressing societal taboos and promoting holistic well-being.

Mr. Bajaj’s commitment to breaking barriers and his visionary approach in providing innovative solutions to intimate and menstrual hygiene challenges is truly inspiring. As Sirona continues to make waves in the industry, we look forward to witnessing the ongoing impact and positive change it brings to the lives of individuals.

Our sincere thanks to Mr. Deep Bajaj for sharing his insights and experiences, providing a valuable perspective for aspiring entrepreneurs and enthusiasts alike.

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